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12:06:39 PMShanon Woodruff:Segmentation of Keywords for Optimal Targeting - Planting the idea of the different parts of keyword modeling.

12:10:04 PMShanon Woodruff:Currently, Bill is going over a number of examples of his success in keywords modeling. Discussing the importance of delving in deeper to find the best keywords plans.

12:11:24 PMShanon Woodruff:E-commerce site mapped paid and organic "Co-Optimization" and found missed opportunities and cannibalization.

12:13:34 PMShanon Woodruff:Advanced Keyword Modeling - By understanding the search terms and analysis you can understand the needs, wants and in ten t o the searcher allowing you to:

1. Understand the "voice of the consumer" 2. Effectively map your content with their query and query intent. 3. Identify new products and services. 4. Create and include PR & Social Media Opportunities.